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Predicting consumer innovative behavior using alternative theories and likelihood measures: a longitudinal study

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conference contribution
posted on 2006-01-01, 00:00 authored by H McDonald, F Alpert
This paper reports on a longitudinal study of consumers, where two dominant theories that purport to predict innovative behavior are applied and compared directly, using a methodology suggested as ideal by past researchers. Predictions made prior to launch were then evaluated against multiple measures of purchase likelihood, and against actual adoption behavior up to 12 months after launch. The results of this study suggest that perceptions of the innovations characteristics (PIC) predicted the selfreported likelihood of adoption better than the Domain Specific Innovativeness (DSI) scale, a personality-based measure. Prediction of actual adoption was largely inaccurate and both theories massively over predicted adoption levels, however the DSI scale was slightly more accurate. The conclusions here are that no one theory could make adequate predictions of behavior, that purchase likelihood measures are a poor substitute for measuring actual behavior but that purchase probability scales should be used more often in adoption research.

History

Pagination

147 - 149

Location

St. Petersburg, Fla.

Open access

  • Yes

Start date

2006-08-04

End date

2006-08-07

ISBN-13

9780877573227

ISBN-10

0877573220

Language

eng

Notes

Reproduced with the specific permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2006, American Marketing Association

Editor/Contributor(s)

D Grewal, M Levy, R Krishnan

Title of proceedings

2006 AMA Educators' proceedings: enhancing knowledge development in marketing

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